Helping carafem say what others won’t.
Services: Full Brand Foundations Process 
The Moment
Carafem is a nonprofit and national provider of reproductive healthcare, operating in a constantly shifting legislative environment. They’re brilliant, bold, and deeply compassionate; so wildly client-centered that they insist on the lowercase “c” in their brandmark.
But none of that was translating in the way the brand was showing up.
They told us they wanted edge and unapologetic spirit. But unsure of how to convey their values and depth of conviction, they were leaning on dry medical information and polite platitudes. The team felt the brand had become a boring misrepresentation of the powerhouse the organization really is.
Couple that with a tight and tightly regulated category, and carafem felt lost.
The Work
Discovery interviews were in-depth and ran the gamut from the founder and core team, all the way to medical practitioners and clients (never patients to carafem; a delineation meant to reassure those seeking care that they aren’t sick).
These conversations revealed that carafem operates like no other provider in the space, in everything from booking to clinical practices, to the way mail-order visits are treated.
They also revealed something darker: a deep sense of culturally heavy shame, fear, and unworthiness that clients carried as they came to carafem.
The Discovery
We heard that seeking abortion care can be incredibly intimidating and dispiriting. And that many seeking this care don’t feel the right to want more.
So we wanted to confront that truth but also turn the dynamic around. To empower clients, and remind them that they are unquestionably deserving of not just expert care, but excellent care.
We came to define carafem’s unique approach as Revolutionary Empathy, and it became a core Brand Truth.
The Shift
The line “Yes, you deserve great abortion care” anchored a new platform for carafem.
Unapologetically tense, it captures both defiance and reassurance:
The yes pushes back against shame.
The rest speaks to an experience where, top to bottom, people are made to feel deserving and worthy of the absolute best care.
The work that sprang from this platform showed up on billboards across the country — including Times Square — and earned carafem a Gold Anthem Award.
It continued to fuel the brand’s work in the months that followed, including efforts encouraging people to vote for the future of abortion care in the United States.
Project Partner: Fadduh
The Result
The Times Square and national rollout in carafem’s own words:
“Our most impactful campaign to date, we garnered 50 million impressions and 350,000 people engaged with our social media content, resulting in thousands of positive comments, new followers, and nationwide awareness. Importantly, we’ve served over 800 clients in New York in our first four months.”